EA could never (ok, that is a strong word, but for a long time I will stick to) release their own console, and stick to releasing only for it. They feed off of the combined user base of everything. They got lucky with some games (Madden, The Sims, producing for Westwood) and that gave them a foot they, in many peoples eyes, shouldn't have gotten. If they released their own system though, their large userbase goes down, and they wouldn't be nearly as succesful. I doubt EA would ever try anything like that. (The only reason Microsoft tried it was to _gain_ market share, not loose it)